Online Management
December 22, 2011 No CommentsRebuilding a damaged reputation
Every business and every businessman commits mistakes. It’s what being human is all about. Businesses, online stores included, may have legal identities separate from their owners, but they are still run by people, and people err every now and then.
When businesses commit serious mistakes, however, there can be deadly repercussions. Multi-million dollar lawsuits is one, and innocent parties can still be forced to spend huge sums of money for legal bills.
But worse than being sued for obscene amounts is the damage that may be done to the reputation of an enterprise.
In today’s world, where almost everyone has access to the internet and millions are active in the social network sites, a company’s small mistake can spread like wildfire via various means, including YouTube and Facebook.
There are also blogs that can turn into attack dogs if the blogger thinks a business committed a mistake on purpose, or due to inefficiency.
If your online store commits a mistake, the best thing to do about it is to admit the error, and do everything possible to correct it at the shortest time possible.
Apologize to the affected party and be sincere about it. Nothing is worse than a half-hearted or insincere sounding apology. Stay away from legalese. Say “We’re sorry” and then promise not to repeat the mistake.
In cases where a disgruntled customer refuses to accept your apology, make it known not just to the customer but to everyone that you have done everything in your power to correct the situation, but you accept that the one unhappy customer is not amenable to whatever rational moves you have offered to correct the mistake.
Should the case go to court, the judge will take note of the effort made to correct the mistake and may even drop the case and issue a warning to the person who filed a frivolous lawsuit But if it does go to court, the company – your company – will be asked what form of restitution you have offered. You will be asked to show proof, and if you have the documents, emails or letters showing that you did, in fact, exert efforts to correct an error, then chances are the court will rule in your favor.
Whatever happens, start rebuilding your tarnished reputation as soon as possible. Eradicate the cause of the original problem, whether it is an issue involving the quality of your goods or services, your delivery, or your billing. Find out what went wrong and take the necessary corrective action. Most importantly, inform your clientele that you have taken cognizance of your shortcomings and have done everything possible to guarantee that it is never repeated.
Rebuilding your reputation can be a long process, but is necessary to protect your company. One piece of advice is as valid today as it was a hundred years ago. Learn from your mistakes.
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